The development of modern technologies and the increasing significance they have in consumers' lives mean that they play a growing role in marketing and communication activities. The author of this article is particularly interested in the public sphere and the utilization of e-marketing opportunities, especially content marketing as an information carrier, in communication with audiences/stakeholders, and consequently, in building a positive institutional image. The goal of the article is to demonstrate the potential of content marketing as a tool for creatively leveraging the substantive resources of organizations in communication strategies for public institutions. Utilizing the potential inherent in content marketing is all the more crucial and promising, given that entities in the public sector (including cultural institutions) have limited budgets for promotion and advertising. Hence, there is a need to explore alternative forms of building relationships with the audience.